The future of television is already in full swing. One side is the Korean camp represented by OLED, and the other is a laser display represented by a local brand. On April 26, Hisense, the leading color TV company, released another 4K laser TV, which is the main product of the 88-inch market.

Lasers led the “big” era and actually nobody opposed it.

According to the data from Zhongkang, laser TV increased by 477.78% in March from the same period of last year, with an annual cumulative increase of 410.71%. The number of first-tier cities increased by 987.5% in March from the same period of last year, which is close to a 10-fold increase. Among them, in the 16th week, the market share of Hisense laser TV in the large-screen TV market of 85 inches and above is as high as 57.96%. In contrast, according to survey data, the total size of the domestic color TV market shrank by 5.2% year-on-year in the first quarter of this year. More foreign research data suggests that the domestic brands’ domestic market has shrunk by 18%.




On the one hand, the “big laser TV” has grown in a contrarian direction, while on the other, the overall market has revised downwards from a high level. This comparison is enough to explain where the consumer's demand for color TV in the future! People in the industry have already pointed out that there has been a constant principle in the growth of the TV industry in the past three decades: large size replacement for small size. This law is also why the cinema can attract the audience to "big money" consumption.

Specific to the future of the color TV competition, OLED TVs and laser displays have begun their own product line. However, OLED TVs are concentrated in 55- to 75-inch spaces and it is technically difficult to break through larger sizes. The laser display is centered on a 100-inch layout product line. For this difference, research institutions pointed out that OLED display is essentially an optical process and semiconductor substrate technology system inherited from LCDs, and it is difficult to overcome the inherent obstacles of LCD products in terms of size. Even so, OLED TVs have chosen larger than LCDs. The size as an entry point - laser television is the subversion of the traditional color TV technology, the use of imaging systems and digital cinema, is the best choice for home TV large-scale.




Large-size demand is the defining point of the future color TV. At this point, there is no opposition from the display industry. However, the cost and feasibility of different technologies to achieve large-scale are different. This determines the choice of manufacturers.

From the perspective of market feasibility, Hisense Laser Display has reduced the cost of 100-inch TVs to 10,000 yuan for the first time, which is one-tenth of that of LCD technology. From the perspective of applications, the laser display has soft-quality eye-protection and no blue light pollution. Advantages, its viewing distance is 50% less than LCD technology, and it is more suitable for ordinary families. From the perspective of technical characteristics and evolution, laser display is still rapidly advancing, and it has advantages in color, contrast, and reaction time, and it is the global cinema line The new technology adopted has strong market sustainability.

These characteristics determine that the laser display will inevitably re-define the future pattern of the color TV industry, especially the pattern of the brand team, and rewrite the concept of home consumers' color TV.

Occupy the frontier display commanding height, laser TV "great promising"

Entered in 2007, mastered the core technology of the industry, and conquered a series of technical problems such as ultra-short focus 4K projection lens design, light engine module design, and light source module design. From 2009 to 2014, four laser TV prototypes were launched in succession. The first generation of laser TVs was officially released in 2014. The second generation of laser TVs was released in 2015. In 2016, the world’s first DLP ultra-short focal 4K laser television was released in a time-honored sense. . In 2017, we have a rich product line and two-color lasers... This is a brief history of Hisense's laser display.




For the Chinese color TV industry, what is the significance of this brief history of Hisense Laser? It is the first time China's color TV companies have achieved a leading breakthrough in one technology category. In the world, they are the first to be deployed, first released, first listed, first mass-produced, and first upgraded.

"Demand determines the direction of the future, but demand will need to be supported by technological innovation." Experts in the industry pointed out that the essence of the long-term “tracing” of China's color TV industry is not to understand the demand, but rather that “technology lags behind people”. From this point of view, the laser display is not only a means to meet the future needs of the local color TV industry, but also a “overtaking corner” that realizes the value of the industry.

At present, the domestic market Hisense Laser TV has achieved a market share of 30% of large-size color TVs with 80 inches or more. Moreover, as more local brands enter this camp, the cumulative potential of local companies for foreign brands will continue to expand in the ultra-high-end large-size TV market. “Samsung, Sony, Sharp, etc. have captured the market for large-size LCD TVs. There is no opportunity for local companies to compete with liquid crystals. Only the advance deployment will lead the market breakthrough in technology and products at the highest level, and the landscape of the color TV industry will change. "This industry perspective, which has been for more than a decade, is becoming a fact under the leadership of Hisense.

Starting from emerging technologies and mastering core technologies as a support point, this is the "alleged" strategy of every once-powerful color TV country. Today, China's color TV industry is on a key upgrade node from big to strong and from the local to the international. Relying on laser displays and products and technology systems that can “hold their own lifeblood”, autonomy in industrial upgrading has become an industrial mission.

Solid foundation for application, innovation and future creation

On April 26th, another new product of Hisense laser TV came out: 88-inch products. At this point, Hisense's second-generation laser television has achieved 4K coverage of three key sizes of 88 inches, 100 inches and 120 inches. In the future, this product system will also be extended to 70 inches and 140 inches to further meet the different needs of different customers, and when the maturity of the launch of two-color laser, full-color laser display products.




In this regard, Hisense said that although the laser display takes the high-end market as the breakthrough point, the large size, 4K, wide color gamut and high effect are the characteristics of this market. However, consumers still have different requirements for laser display. On the one hand, the oversize will bring unprecedented shock, although suitable for "big house"; on the other hand, 88-inch and other products can better meet the needs of large-size TVs for ordinary homes. From an application point of view, the 88-inch required visual space basically corresponds to a 55- to 65-inch size LCD TV. The sales volume of the LCD TVs of this size line in 2015 to 2016 more than doubled.

In this regard, industry experts pointed out that the development of laser television now has two main lines, one is the original core technical principle that Hisense continues to adhere to; the other is Hisense is rapidly making up for the rich supply of products. The former determines the strength of a brand's content; the latter determines the value of a product's market penetration.

From this perspective, the laser TV industry in 2017 has entered a new stage of development: a two-wheel drive "development period" characterized by faster market advancement and faster technological iterations. On April 17, before the release of Hisense's new products, Hisense formally announced the establishment of Qingdao Hisense Laser Display Co., Ltd., which is a “strategic response” to the upgrading of this industry law.

We will firmly support the development of laser display, take the laser to show our own independent science and technology, and firmly push the best products and technologies to the largest market. This is the "industrial value" of Hisense's new round of laser display products. In the future, TV will inevitably be “greater”, so the opportunities for laser display will also become “increasingly large.” Hisense, who is occupying the first place and has mastered core technologies, will inevitably continue to expand its competitive advantage.

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